How To Succeed in Zero-Click Search SEO
First of all, what exactly do we mean by Zero-click searches? Zero-clicks means that when people do a Google Search for information, they get the information right on the search results page. They never have to click on any of the organic or paid search results, which means less direct web traffic for your site. As you can imagine, Google realizes that keeping visitors on their SEO results page is of great value (versus having visitors click out to 3rd party web sites), so they are doing everything they can to provide the information people are looking for right there within the search results page. A prime example of this is the expansion of their Google My Business listings over the past couple of years. Visitors searching for your business first see your Google My Business listing which includes your business description, hours of operation, location, phone #, products and services, pricing, and more. For many businesses, such as hotels and attractions, you can also book their offerings right from the Google Search Results page. You get the idea, right? Google is going to keep adding more and more features that keep searchers on their search engine results page. This may eventually make your organic search listing irrelevant.
Last year, about 50% of organic Google searches generated zero clicks. Zero-click searches are on the rise and are causing businesses to receive less impressions, CTRs, and organic web traffic.
According to Spark Toro:
- 34.4% of desktop searches in 2018 resulted in no clicks
- 62.5% of mobile searches produced no clicks in 2018